In a recent automotive survey conducted by CapGemini a new phrase emerged to describe the experience desired by the modern consumer.
Just as the mobile phone has evolved first into a camera and now into a selfie device, consumers have evolved into wanting a more personalised and self-centred experience. Almost to be treated as a market of one.
And this applies as much to the automotive industry as any other. Customers expect more and more from manufacturers and dealers. When they’re talking to a dealer about buying a car, they value technical expertise rather than a pure sales approach.
Customers also expect more and better communications during the period between purchase and delivery – most would like to be contacted at least weekly. In addition, around 58% want to be able to modify their specification and add accessories after placing an initial order.
Something to think about…